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High keyword rankings are the most sought-after achievement in the world of search engine optimization (SEO). Small businesses and brands alike strive to obtain the first organic listing in search results because of the lucrative traffic and lead opportunities that are associated with this position. But with the evolution of paid advertising and expansion of universal search, as well as Google’s continuous efforts to provide consumers with content that resolves their demands directly in search results, the opportunities attached to traditional keyword rankings are diminishing at an alarming rate. In today’s search landscape, SEOs and digital marketing specialists have to consider whether it’s worth the amount of time and resources it takes to achieve premier organic rankings, considering the click-through rates (CTR) associated with organic rankings that are positioned under PLAs, local results and other forms of content. Keyword rankings aren’t the only way to … [Read more...] about Do organic keyword rankings matter anymore?

With Google’s expanded text ads deadline upon us — as of January 31, advertisers will no longer be able to upload or edit standard text ads in AdWords — it’s time to get very serious about making the most of the new text ad format. Maybe you have been putting off implementation, or maybe you have been experimenting with expanded text ads (ETAs) for months but haven’t been wowed by stellar click-through rates yet. Don’t fret. We’ve got findings and advice that may provide some anxiety relief and motivation for paving your way with ETAs. The big takeaway I got from talking to other search marketers about ETAs is not to get discouraged if your new ads aren’t outperforming your standard text ads (STAs) — you’re not alone. Danny Ligh, search strategist for Adobe Document Cloud says, “Like a lot of advertisers, our ETAs are not performing better than normal text ads.” But Ligh says, “Be patient and test different … [Read more...] about Expert findings, testing tips & resources for Expanded Text Ads success after Jan. 31

Search Marketing Expo – SMX West returns for its 10th year completely retooled with with tactic-rich sessions for SEOs and SEMs. Programmed by the Search Engine Land team, the agenda features 60+ sessions, keynotes, clinics and special tracks by Google and Bing to fit your experience and skill level, whether you’re a veteran or just getting started. As past attendees can attest, you’ll leave the show with new tactics you’ll implement immediately. You’ll attend “ripped from the headlines” topics designed to keep you up-to-date on everything going on in search today, whether your specialty is SEO, SEM or both. From the emergence of AI, algorithm changes, new ad formats like ETAs, call extensions, voice search and beyond, you’ll leave SMX West with tactics, tips and techniques you’ll implement immediately to drive traffic, convert visitors and grow your business. Here’s a peek at a few of the sessions we’re looking forward … [Read more...] about Be the first to see the updated SMX West agenda

One out of every 20 searches on Google is health-related. That means that many of us are heading to Dr. Google before heading to see our primary care physician. What the searchers do not see is the complex set of rules, regulations and processes that many pharmaceutical companies must go through to leverage paid search. Though most are familiar with the FDA’s role in deciding which medications are approved for use, many are not aware that it also oversees advertising for prescription drugs. The United States is one of the few countries that allow direct-to-consumer advertising for pharmaceutical drugs, and the FDA plays a key role in making sure any type of advertising by pharmaceutical brands is accurate and not deceptive. It also ensures that any claims made are backed up with information about the potential side effects or risks. For an SEM campaign to be launched, a strict set of rules must be followed. Many of the rules come from the FDA’s guidance on Reminder Ads, … [Read more...] about The essential guide to pharma SEM

Traditionally, Valentine’s Day is a day for people in relationships to celebrate their love. But more and more, people who are not in committed relationships are making Valentine’s Day purchases. Clever marketers have caught on to this and are targeting other markets to boost overall Valentine’s Day sales. In this article, I’ll cover other audiences marketers can focus on to boost Valentine’s Day sales and provide marketing tips to help you come out swinging with your Valentine’s Day advertising. Data in this article is from two Bing Ads presentations: “Search Bing for Love: Valentine’s Day 2017 Insights for Digital Marketers” and “Valentine’s Day Insights to Woo Digital Marketers.” Before getting started, here are some overall statistics on Valentine’s Day: Valentine’s Day is the fourth largest spending day of the year after the winter holidays, back to school and Mother’s Day. The average … [Read more...] about What’s love got to do with Valentine’s Day?